Case Study for Skinnygirl Margarita Social Media
June 18, 2011 § Leave a comment
Summary of the Campaign:
Skinnygirl Margarita uses both Facebook and Twitter to promote the cocktail. The Twitter page “@skinnygirlmarg” has nearly 20,000 followers; however, the Facebook page “Skinny Girl Margarita” has only a little more than 700 likes. Although the cocktail’s Facebook page does not have very many likes, Bethenny Frankel’s official page (the creator of the drink) has over 500,000 likes. She uses her official page to promote the drink as well as other products of hers and her television show. The Skinnygirl Margarita Twitter page is generally used to promote both bottle signings and other Skinnygirl events. Some tweets also show photos and other various information about Bethenny and her as a product. The Skinny Girl Margarita Facebook page appears to be recently created, possibly around the beginning of this May and the Twitter page looks like it was created mid April with the first tweet on April 12th of this year. The Facebook page is used as a platform for Skinnygirl fans to talk to the brand; the posts by Skinnygirl do not appear to have a specific focus except promotion.
What issues are at stake for Skinnygirl Margarita?
By creating a Facebook and Twitter page Bethenny’s fans expect her to engage in conversations with them. They ask for retweets and ask questions about the brand as well as where it can be found. If these questions are not answered then her fans may feel as if she does not care about them, which in the end could result in declining support. (Engage, Brian Solis) On the Facebook page, I can see many questions posted on the wall that were not answered. There is a small amount of engagement, some posts were commented on; however, about 80% of the posts have no comments and unanswered questions. The Twitter page seems to engage its audience more than the Facebook page by retweeting positive comments about the brand. Another issue at stake could be transparency. Neither the Twitter nor the Facebook page discloses who manages the page, which could be a problem. People could be assuming that Bethenny manages the pages because she is the creator and face of the product and this may not be the case. (Tactical Transparency, Shel Holtz)
Pros and Cons of Skinnygirl Margarita’s decision:
The use of Twitter and Facebook is actively raising awareness of the brand. Most of the comments and conversation about the brand is positive, which could help to increase sales because people tend to believe other people’s testimonials before believing the brand.
It appears that the Skinnygirl Margarita twitter page has a recent focus, to let its fans know where Bethenny is for bottle signings and other events. However, this was not the main focus when the page was first created. Various information about Skinnygirl, Bethenny and her show were being posted. One of the main trends is retweets of fans who promote the cocktail. One of the issues at stake for the twitter page is that fans may be overwhelmed with all the different information about Bethenny, her TV show and her various other products. This can blur the line for what the page is actually promoting. Although the main focus is, of course, the margarita, cross promotion is done on the page. However, anyone else following Bethenny’s or any of her other pages knows that she cross promote her products through all of them therefore her fans may be use to it.
On the Skinnygirl Margarita Facebook page they are only engaging some of their customers. By only responding to some people the people who are not responded to may feel left out, which could result in declining support for her product. The Skinnygirl Margarita Facebook and Twitter pages are not being transparent with who manages the pages. There is no disclosure saying who is representing the brand on that page.
My recommendations to continue the campaign is to engage with their audience more. When someone posts a question on their Facebook wall answer it and when someone says something good about the brand like it. They also should disclose who is managing the pages in the about me sections. That way they are being both transparent and engaging, which in the long run will help the brand gain even more support.